Please explain it in details.

Mushroom Marketing and Distribution

James and Carter are two innovative business-minded upcoming entrepreneurs. They are graduates from UNITAR International University. They thought of being self-employed. Therefore, they decided to launch fresh vegetables in Shah Alam, Malaysia's markets. Having learnt of the future conventional foods, they decided to venture into the cultivation of mushrooms.

Mushrooms are known to be the best alternative food for vegetarians. For James and Carter, fundraising was a severe hurdle for mass production. However, the first trial batch of mushrooms produced was bought by Haven Vegetarian, a restaurant in Shah Alam. Further, the restaurant placed orders for a supply of 50 kilograms every day.

Now the mushroom industry is run by small entrepreneurs like James and Carter. Another big player, Mega Mushrooms, was more interested in the export market, equipped with cold

storage facilities. James and Carter have set their sights high. They aim to sell mushrooms in a tremendous way all over Malaysia. Mushrooms have excellent market potential and are perishable food.

Source: http://etmr.mardi.gov.my

Questions 1. Recommend FIVE (5) ways as how to increase the consumer awareness about this new

food to James and Carter. (5 Marks)

2. Design and discuss a distribution channel for mushrooms. (5 Marks)